Citrix Systems Near Deal For Suite Sponsorship At HP Pavilion

Citrix Systems Inc. "plans to ink a three-year, $150,000-a-year contract to get its name and logo outside all 64 luxury box suites" and on arena concierge desks and arena walls at HP Pavilion, according to Eli Segall of the SILICON VALLEY/SAN JOSE BUSINESS JOURNAL. The agreement has a two-year extension option and is "subject to San Jose City Council approval, as the city owns the arena and would get half the revenue from the deal." The council "is scheduled to vote on the matter" today. Sports marketing analysts said that the suite signs "would bring Citrix less visibility than, say, advertising on the ice rink's dashboards." But Citrix is "not aiming its logo at the masses." The company is "targeting pockets of the arena where corporate entertainment is taking place, and where executives who might buy Citrix products will see its brands." Citrix Dir of Executive Engagement Brad Peterson noted that the sponsorship "puts the company's logo and name in front of 'key decision makers.'" The deal is "a first for the arena." Silicon Valley Sports & Entertainment Exec VP/Business Operations Malcolm Bordelon said that HP Pavilion is "already laced with corporate signs but no company has ever sponsored all of the suites." Segall noted corporate sponsorship of sports is "poised to improve this year after a relatively soft 2009." The 49ers are "in talks with companies about sponsoring the team's suite level area, but the team is apparently not looking for a single company to brand all of the luxury boxes" (SILICON VALLEY/SAN JOSE BUSINESS JOURNAL, 10/18 issue).